INTEGRATED MARKETING COMMUNICATION MODEL FOR PROMOTING CULTURAL TOURISM IN THAILAND

Abstract

Abstract—Cultural tourism stands as a significant driver of economic growth and cultural preservation in nations globally. This study investigates the effectiveness of an Integrated Marketing Communication (IMC) model in promoting cultural tourism in Thailand. Employing a mixed-methods approach, the research combines quantitative surveys with qualitative stakeholder interviews to offer a holistic understanding of the impact of the IMC model on tourist perceptions, behavior, and stakeholder perspectives. The quantitative analysis reveals compelling insights into the influence of the IMC model on tourist perceptions of Thailand's cultural offerings. A substantial percentage of surveyed tourists reported heightened impressions, showcasing the model's efficacy in shaping positive destination perceptions. Digital channels, notably social media and online campaigns, emerged as powerful tools in influencing tourist decisions, with a synergistic effect observed when integrated with traditional media strategies. The research concludes by emphasizing the importance of continuous adaptation and strategic interventions to ensure the sustained success of the IMC model in promoting cultural tourism in Thailand. The findings present a blueprint for refining IMC strategies, with a focus on digital innovations, community engagement, and sustainable messaging.